Case Studies

African Consumer Segment

Situation

Attempting to reach the African communities in the United States has always proved to be a difficult task. Africans do not live close or establish businesses within close proximity of each other, rather they tend to blend in with the main stream population. However, the majority of African Immigrants is very religious and attends church services on a regular basis.

Objective

Establish a program that will ensure the presence of target audience and opportunity to communicate the promotional messages
Create positive image for Western Union as a company that not only transfers money but also cares about the community

Strategies

Create a program that can be duplicated in all African churches in major DMAs
Provide an attraction mechanism as a platform of communication
Build reliable liaisons and network in the community

Results

Created opportunity for the local community to enjoy the music along with promotional messages and refreshments provided by Western Union
Collect feedbacks from the congregation to enhance products and services of Western Union
Created excitement within the community as well as the gospel groups that have performed
Reinforce loyalty and affinity to the brand with a more cultural understanding approach
Increased number of transaction and brand awareness among target audience for Western Union

Asian Consumer Segment

Situation

For Western Union, it has always been challenging to reach the newcomers and first generation immigrants who have the need to send money back to their original countries.
Maintaining positive community relationship plays a vital role for Western Union’s unique products and services.
Western Union was the Title Sponsor at the Mabuhay Festival in the Filipino community in Hawaii, but FilCom took over the title in 2006

Objective

Leverage the existing community relationship to enhance Western Union’s brand images by means of cultural relevant touching points for customers

Strategies

Create an “event within the event” with more brand exposure, but not competing with the event organizers
Express the key messages via fun interaction with customers

A branded Filipino Folk Dance group representing Western Union performing at WU booth and instructed customers how to do their folk dance
DJs interviewed and engaged customers about their Million dollar dreams
Utilize the Million Dollar Promo to encourage customers sending money more frequently

Results

Created reportable media buzz around the festival
Showcase positive image for Western Union as a company that cares about different ethnic groups in local communities
Hundreds of customers that stayed in front of Western Union pavilion and accepted promotional messages extremely well
Number of transaction was booming after this event in this particular region

Eastern European Consumer Segment

Objectives

To communicate time-sensitive promotional message to the tight –knit
Eastern European community in Chicago, IL.
To sign-up potential customers for the client’s database

Challenges

Winter season and lack of quality events which could serve as a platform for the updated promotional messages
No opportunities for any outdoor activities
Tight knit community – hard to break the clutter
Consumers distrust to reveal personal data

Strategies

Selected and worked with the organizers of the local theater group to create a meaningful event to draw customers
Created pre-event media campaign
Engaged the community leaders for additional endorsement
Presented special awards for the artists
In-language speaking staff who engaged consumers and informed them about the promotion
Provided special gifts for the customers who signed up for database

Results

Created positive image for a client within targeted community
Successfully communicated the message
Gathered crucial data
Established long term relationship with local community leaders
Leveraged existing relationship with local media
Partnered with new media outlets

South Asian Consumer Segment

Objectives

Educate consumers from the ethnic Bengali community in Houston, TX
To create a mindset in which consumers will leave with, “I want to send money via Western Union.”
Communicate new prices for Bangladesh.

Challenges

Communication Barrier- distinctive dialect among locals
Limited Activity of Events- lack of events throughout year
Retention of consumers – overwhelming direct competition (consumers looked for the least expensive pricing)
Lack of trust- conservative cognitive thinking (formed mistrust in Clients Corporation)
Old fashion way of sending money, through relatives visiting Bangladesh than using contemporary day technology.

Strategies

Create a fun festivity atmosphere for consumer while informing them towards the competitive advantages of Western Union products and services
Created an event within an event by conducting a raffle every two hours
Customize Western Union image with “all yellow event”
Cultural understanding in-language speaking staff that engaged consumers with promotional messages and premiums

Results

Strengthened our relationship with consumers and created positive image for the client (Western Unions involvement in the Bengali community)
Successfully communicated promotional messages to 92% of the visiting clients
Improved connection with organizers and community leaders
Increased number of transaction from event attendees in this region

Colgate Client

Situation

Bright Smiles, Bright Futures programs from Colgate Palmolive are planned for the summer of 1991. The goal of this campaign is to reach 100 million children with oral health education and screenings by 2010.

Objectives

To enhance Colgate’s story line and presentation for a media event.
To successfully set-up a professional stage for Colgate’s media campaign.

Strategies

Create the idea of use of Colgate’s Tooth Kingdom as the backdrop to boost the message of oral health in the most productive and entertaining approach for the students.
Create idea for props to enhance the dynamics and scenery of the event.
View and site the most dynamic schools to execute the program.
Work with the principle and staff of the school to organize and create the perfect environment for the event.
Meet with Production Company to obtain and exchange proper instruction on the most effective set-up approach.
Synergize with the PR Company to create a memorable experience for the students and the media.

Results

Enhance program to the school with the most dynamic approach.
Along with Colgate’s objective to reach 100 million kids we were able to support them by setting the ambiance and gaining media exposure to some major radio and television stations as well as print. Some were ABC, NBC, FOX, Univision, KLOL Mega – 101.1, Houston Chronicle, Houston Style Magazine, etc.
There were no hitches are problems. The event was flawlessly executed.
The students were enthralled with excitement .

Middle Eastern Consumer

Objective

To educate ethnic Arab Americans living in the United States who carry a variety of beliefs, nationalities, dialects, and classes with specific messages from the client.

Challenges

Language and ethnicity barriers between the team and the region of concentration
No opportunities for any indoor gathering with sufficient attendance
Limited budget for the marketing campaign from the client
Finding the most cost effective strategy that has the highest exposure
Identifying the counties for concentration that excel in Middle Eastern population

Strategies

Selected local team leaders, and team members with similar ethnic backgrounds who can better listen, understand, and educate, the consumers considering faiths, and a variety of dialects
Networked with ethnic organizations, community consultants, local businesses, and religious institutions, regarding the promotion
Worked with Café owners to create Backgammon exhibitions to attract larger crowds to attend a café where we can better educate them towards our promotional message
We conducted customer appreciation events where many of the community leaders were acknowledged for the initiatives they took in helping us educate consumers
Express the key messages via fun interaction with customers

Results

We successfully communicated the message to the Middle Eastern community in all regions of concentration across the United States
We strengthened our relationship with the local communities through our consistent presence and interactions
We gathered critical data that helped our client strategize a more planned approach for the future towards this ethnicity
We increased the customer retention ratio in the top six regions of the United States